A couple of years ago I was wowed by a smart banner from Orbitz that knew where I was flying. Just came across a very similar executioin from Travelocity. Do people respond better to this personalized targeting, do you know?

There have been media studies done that show the more customized a website is, the more a user will interact with it, the more time they will spend on it, the more links they will click, etc. I think it holds true for advertising and brands as well-- the more specifically targeted you can make your message, the more someone is likely to interact with it (and your brand), or at the very least break through the clutter.